Marketing Project

TRANQUILITY

Savor the Flavor, Soothe Your Soul – Wellness on Wheels with the Power of CBD

Tranquility's delicious offerings feature the health benefits of CBD, making it the perfect choice for a broad audience of foodies and health enthusiasts.

In response to an RFP from an investor interested in launching a food truck as the first step in a larger food-based enterprise, our team of four embarked on creating a compelling business proposal that included a detailed marketing plan, brand strategy, and launch campaign within a $50,000 budget. Introducing Tranquility, a healthy mobile eatery focused on promoting stress reduction through nutritious, thoughtfully crafted meals. Through Tranquility, we aimed to raise awareness about the positive mental health impact of CBD, a compound that is often stigmatized and wrongly compared to psychedelic THC.

The Breakdown:

1. Market Research and Background

We conducted both primary and secondary research to identify the top food trends of 2023, and our findings pointed to CBD-infused foods and drinks as the leading trend. To further inform our strategy, we explored the history of cannabis, examining its benefits, potential concerns, and evolving legal landscape. This research not only deepened our understanding of the market but also helped us assess the opportunities and challenges of incorporating CBD into our products, ensuring we remain informed and compliant as we moved forward.

2. Target Audience and Creative Strategy

Understanding our target audience was crucial to the success of our business, as it directly influenced our geographic location and overall strategy. By identifying and analyzing the needs, preferences, and behaviors of our audience, we can position ourselves effectively in the market. To support this, we've developed a creative strategy that aligns with our brand's core values, allowing us to build a strong foundation and connect with our audience in a meaningful way.

3. Competition and Analysis

Understanding the competitive landscape is crucial for developing a distinctive brand that stands out in the market. We focused our research on companies based in Los Angeles, as this will be our primary market. By analyzing local competitors, we identified key trends and gaps in the industry. To further evaluate our position, we conducted a SWOT analysis, assessing our strengths, weaknesses, opportunities, and threats. This comprehensive analysis allows us to leverage our advantages, address potential challenges, and strategically position our brand for success.

4. Market Positioning

Our brand is positioned as a healthy eatery focused on promoting stress reduction through nutritious, thoughtfully crafted meals. With an emphasis on wellness, our menu is filled with ingredients known for their calming, mood-boosting, and stress-relieving properties. We cater to health-conscious individuals seeking a nourishing, holistic dining experience that not only supports physical health but also enhances mental well-being.

5. Marketing and Media Plan

Based on our primary research, we discovered a common misunderstanding about CBD—it is not just used for recreational purposes, but also for its therapeutic, and medical benefits. As CBD is derived from cannabis, there is often a stigma surrounding its use. Our goal is to educate our audience and destigmatize CBD, while also raising awareness about its positive impact on mental health and stress reduction.

To achieve this, our media plan will focus on both social media and traditional advertising to maximize reach and engagement.